Barriers to participation
During the development of the Drivers of Participation, a number of barriers to participation were also identified. These barriers can be overcome by implementing the participation drivers.
The most important driver to consider in overcoming any barrier is the Market Insights driver. It is essential to have a deep understanding of the motivation and needs of your new and existing participant market so that you can be responsive to consumer needs.
Once you have this, specific barriers relating to your participant market can be overcome by implementing the associated Drivers of Participation.
Participation trends show us that Australian families are increasingly busy and convenience is king. People are less willing (or able) to commit time for training and set fixtures in team sports. Additionally, more activities are competing for the limited time that Australians have for leisure including gaming and screen time.
Participation in sport often involves significant investment which can be a major barrier for Australians, particularly families where all members may wish to participate in a number of sports. Costs include fees, uniform, travel and equipment.
Access can be a barrier that effects participation in many ways. It may include location (particularly in rural and remote locations), building accessibility for people with disabilities and special needs, availability of infrastructure or a lack of transportation.
Participation trends show that people are often looking for more fun and fitness with less competition, leading them to favour less structured forms of physical activity.Similarly, unwelcoming cultures, poorly designed sessions, deliverers who are unfriendly all lead to a decline in participation.
Research shows, particularly for young females, that the way that people feel about themselves while participating can restrict ongoing participation. This includes lacking confidence in their ability, feeling responsible for a team or individual result or having poor body image which can be exacerbated by uniforms or active wear.
Fear of injury as people age or for young children can stop people from participating.Other risks which may impact participation include child safety concerns and the safety of facilities and equipment.
Even for well-designed activities, people may not know how or where to access participation opportunities. They may also have a narrow view of a sports offerings or poor association with a brand.
This barrier can be overcome through the Marketing & Communication driver.